Rövid leírás:

This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages:

* Where are we now? - Strategic and marketing analysis
* Where do we want to be? - Strategic direction and strategy formulation
* How might we get there? - Strategic choice
* Which way is best? - Strategic evaluation
* How can we ensure arrival? - Strategic implementation and control

This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering:

* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

Több

Hosszú leírás:

This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages:

* Where are we now? - Strategic and marketing analysis
* Where do we want to be? - Strategic direction and strategy formulation
* How might we get there? - Strategic choice
* Which way is best? - Strategic evaluation
* How can we ensure arrival? - Strategic implementation and control

This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material covering:

* The changing role of marketing
* Approaches to analysing marketing capability
* E-marketing
* Branding
* Customer relationship management
* Relationship management myopia
* The decline of loyalty

The book retains the key features that make it essential reading for all those studying the management of marketing - a strong emphasis on implementation, up to date mini cases, and questions and summaries in each chapter to reinforce key points. Widely known as the most authoritative, successful and influential text in the sector, the new edition remains an irreplaceable resource for undergraduate and graduate students of business and marketing, and students of the CIM Diploma.

"I can say unequivocally that this book is one of the best structured, comprehensive and, most important, readable texts available today."

Professor Michael J Baker, University of Strathclyde

Több

Tartalomjegyzék:

Introduction; Part 1 Marketing auditing and the analysis of capability; Part 2 Segmental, productivity and ratio analysis; Part 3 Market and environmental analysis; Part 4 Approaches to customer analysis; Part 5 Approaches to competitor analysis; Part 6 and objectives; Part 7 Market segmentation, targeting and positioning; Part 8 The formulation of strategy ? 1: analysing the product portfolio; Part 9 The formulation of strategy ? 2: generic strategies and the significance of competitive advantage; Part 10 The formulation of strategy ? 3: strategies for leaders, followers, challengers and nichers; Part 11 The strategic management of the marketing mix; Part 12 Criteria of choice; Part 13 Modelling approaches ? 1; Part 14 Modelling approaches ? 2; Part 15 Problems to overcome; Part 16 Management control ? 1; Part 17 Management control ? 2;

Több